branding of nations

BRANDING OF NATIONS

SUBMITTED BY:

“UNMESH”KETAKI BHAGAT (071121)MANISH MAROO (07112 2)MANISH RANJAN (071123)MANTHAN DESAI (071124)

MAYANK KAUSHIK (071126)

OVERVIEW OF TOPIC

n DEFINITION – BRANDING OF NATIONSn NEED TO BRAND A NATIONn FACTORS INFLUENCING NATIONS AS

BRANDn METHODOLOGY FOR BRANDING NATIONSn STAKEHOLDERSn FOCUS: BRAND INDIA

DEFINITIONS:

n BRANDING :Branding is the way in which an organization communicates, di fferentiates and symbolizes itself to all of its audiences.

n BRANDING OF NATIONS:Establishment of an image (internally and externally) f or a country based on positive and relevant values and perceptions.Emphasizing the image when promoting trade, tourism and inward investments

NEED TO BRAND A NATION

n Foreign Direct Investment (FDI ) :China is a model country for nations to emulate growth by FDI.

n Global Image and P artnership :Invitation of India in G-5 submit, Formation of BRICS alliance, etc.

n Revenue Generation :Nation as a brand is the trigger for people to identify brands. “Made in Japan”- depicts quality, etc.

n Tourism :Tourism requires branding of nations and is becoming revenue generator. eg: Malaysia-”Truly Asia”.

BRANDING OF NATIONS - FACTORS

n GOVERNMENT INVOLVEMENT & REGULATIONS:Well framed policies act as an incentive for the investment.

n LEGAL ISSUES: Legal framework acts as a defining factor for the nations inviting FDI.

n AVAILABILITY OF SKILLED LABOR FORCE: Rate and Quality of labor directly affects the bottom-line of theorganization.

BRANDING OF NATIONS - FACTORS

n PROXIMITY TO TARGET MARKETS:Closer the organization to the target market better is their growth.

n COUNTRY INFRASTRUCTURE:Better Infrastructure helps both investors and the tourists to make the most of the facilities available.

n POLITICAL RISK:Security issues have made several investors alert. Incidents like 9/11 and 7/11 have brought this factor at the third spot interms of the most influential factors affecting investment.

METHODS OF BR ANDING NATIONS

n REDEFINING POLICIES/ GOVERNANCE :China made rapid progress since 1970s when it opened it’s economy and allowed FDI.

n HOSTING OF SPORTS EVENTS:Olympics were held in Tokyo in 1964 which helped Japan to hoist itself into league of major nations and leaders in Asia.

n INNOVATION, TECHNOLOGY:US is known for it’s technological development and innovation. Hence, its products are widely acclaimed.

METHODS OF BR ANDING NATIONS(Contd..)n PERSONALITIES:

Nelson Mandela, a famous figure for his fight for apartheid, helped in branding South Africa.

n MILLITARY MIGHT:Since ages military might has been used to mark et nations and its products.

n IMMIGRANTS : Jews in U.S. have played a very si gnificant role in branding of Israel.

n HISTORY AND CULTURE :Egypt has used its ancient pyramids to showcase itself as a brand.

STAKEHOLDERSn GOVERNMENT:

Formulation of policies, addressing law and order problems and ascertaining general economic well-being.

n CORPORATE WORLD:It has a major stock associated, it’s image and hence marketability depends on brand value of it’s country. Similarly, corporate performance too forms a nation’s brand.

n PEOPLE:The people and their skill-set determine the way nation performs.

n INVESTORS:The investors require a harmonic situation to invest in the country.

EXAMPLES – NATIONAL BRANDING

EXAMPLES – NATIONAL BRANDING

BRAND INDIA

n Every century had a leader with 19 th Century belonging to British due to their military might, 20 th

Century to Americans due to their innovativeness and R&D but the future holds for us – “ The Brand India ”.

SWOT-PEST ANALYSIS:

S

W

O

T

P

E

S

T

Strengths

Weaknesses

Opportunities

Threats

Political

Economic

Social

Technology

India's Brand ImageIndia's Brand EquityTechnologiesCost structuresInfrastructureDistribution ChannelsValue ChainNatural ResourcesFocus Country marketsWTOTrade BlocksTarriff & Non-Tarriff BariersEnvironmental LawsIPRs / Trade Marks/ PatentsLabour LawsGlobal R&D Initiatives

BRANDING INDIA - FACTORS

n REDEFINING POLICIESIn July 1991, the new Government under the guidance of Dr. Manmohan Singh as the Finance Minister had initiated structural reforms popularly known as “Liberalization”.


n HISTORICAL ASPECTS

¨ “Cradle of Education”. E.g. Nalanda University, Decimal System, etc.

¨ India had trade links since ancient age with countries like Cambodia, Iran, Egypt, Europe, etc.

¨ Known as “Golden Bird” in 16th century.


n LITERATURE:

¨ Most ancient and most vast literature.

¨ Significant contribution to literature.

¨ Indian laureates are respected throughout the world.


n SPIRITUALITY

¨ Religions flourished like Hinduism, Jainism, Buddhism; which is still followed in many countries.

¨ People from all over the World come here seeking Nirvana.

¨ Globalization of spirituality removing barriers of religion.


n INDIA INC. & Personalities:


n MERGERS & ACQUISITIONS:¨ Arcelor - Mittal ($ 33 bn)¨ TATA – Corus ($ 12.1 bn)¨ HINDALCO – Novelis

($ 6 bn)¨ Wipro – Unza ($ 250 mn)¨ United Breweries – Whyte

Makay (Rs 4300 crore)


n LOCATIONAL ADVANTAGE:¨ Big sea-coast¨ Demographic

advantage¨ Strategically located –

Middle East, South East Asia, Af rica, etc.


n BOLLYWOOD

¨ Indian films are acclaimed across the globe, second largest film industry.

¨ India is positioning itself as an alternative to Hollywood.

¨ They depict Indian culture, enhancing brand.


n SPORTS EVENTS & PERSONALITIES:¨ Organizing sports

events in order to showcase the nation.

¨ Indian sports-persons are brand ambassadors of India and represent the country.


n HEALTH TOURISM & AYURVEDA:¨ “The three—body, mind

and soul—are like a tripod, the world stand by their combination; in them everything abides”

¨ Less expensive treatmentin India.

¨ Authentic as it has been practiced since 6000 years.


n TOURISM:¨ Indian tourism sector is

gathering momentum and is set to have not only large numbers of foreign tourists but also make a big share in the country’s GDP.

¨ Current contribution:6%¨ Amount : $1,780Mn¨ Several historical

monuments and Scenic beauty are the USP.


n NRI¨ Play an important role

in lobbying for India.¨ Helps in bringing foreign

policies.

n R & DNow, INDIA is becoming a global hub of researchand development.


n OTHERS:¨ SEZs – New branding

tool to draw interest.¨ Legal framework –

India has most reasonable law.

¨ Vast demographic advantage in context of English speaking, Tech-savvy youth population

INDIA – Success Story & Future


n According to an estimate, India's KPO market wi ll grow to US$ 12 billion by f iscal 2010 from the existing US$ 720 million.

n According to a CII -McKinsey report, manuf acturing exports from India arelikely to grow to US$ 300 billion in 2015.

n "FDI will continue to be encouraged and actively sought, particularly in the areas of infrastructure, high technology and exports."-P. Chidambaram, Finance Minister, Government of India

INDIA – Success Story & Futuren India’s reserves have gro wn exponentially f rom a mere

US$ 1 billion to US$ 219 billion.

n The Global Competitiveness Report, 2006 -07 brought out by the World Economic Forum ranks India at 43 out of 125 countries.

n India’s share of international trade in goods has increased f rom 0.6 per cent in 1980 to 1.1 per cent in 2005.

n GDP in 2006 (US$ 922.7 bn; market exchange rate)




n Six Indian companies have been listed in the Fortune Global 500 list for the year 2006They are:

n Rank 153 - Indian Oil Corporation Ltd. n Rank 342 - Reliance Industries Ltd. n Rank 368 - Bharat Petroleum Corporation Ltd. n Rank 378 - Hindustan Petroleum Corporation Ltd. n Rank 402 - Oil and Natural Gas Corporation Ltd. n Rank 498 - State Bank Of India Ltd.


114.77.93.71.4Thailand58.831.920.114.8Singapore-1.63.94.04.6Malaysia-62.92.05.31.9Indonesia

44.49.56.65.5India15.441.435.934Hong Kong3.370.072.460.6China

13.1186.7165.1138.0South, East and South-east Asia

34.3230.4916.31710.8World

Growth rate%

2006*(pre estimate)

20052004Regions/countries

QUOTES

n "India has a fantastic pool of software professionals. T he world needs to benef it from this.“ - Bill Gates, Chairman, Microsoft

n "India has evolved into one of the world's leading technology centres.“ - Craig Barrett, Chairman, Intel Corporation

n Max Mueller, German scholar : “If I were asked under what sky the human mi nd has most fully developed some of its choicest gi fts, has most deeply pondered on the greatest problems of life, and has found solutions, I should point to India. ”

CONCLUSION – INDIA : BRAND TO RECKON

BIBILOGRAPHY:

n www.google.com (images)n www.indiastat.comn www.nationbrandindex.comn www.ibef.org/brandindia/

THANK YOU!!!JAI HIND

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branding of nations